www.thedailyaphorism.com

LONDON, 5 NOVEMBER 2008 - The School of Life, together with St. Luke’s, has developed an online remedy for today’s uncertain times. ‘The Daily Aphorism’ campaign gives subscribers a short and pithy piece of wisdom every morning for a month. The website and daily email, which go live from 10 November, offer free inspiration for everyone.

The concept, developed by St. Luke’s and The School for Life, taps into The School of Life’s unique philosophy and bank of talent. Subscribers can sign up any time from 10 November until 9 December and their daily aphorism will be delivered immediately for 30 days.

Designers Susannah Edwards and Joseph Harries designed the bespoke The School of Life typeface and poster layout and St. Luke’s designed the website www.thedailyaphorism.com and the aphorism email layout.

The aphorisms can be printed out as A4 posters from the daily e-flyer and are also available from The School of Life Shop in Marchmont Street, London WC1.

Sophie Howarth, Director of The School of Life, comments: “The campaign offers a free
prescription from some of the greatest and wittiest minds in history. We need good ideas today
more than ever, to give us the courage and humour to survive so much insecurity.”

Neil Henderson, Managing Partner at St. Luke’s adds: "The School of Life is one of the most innovative ideas ever. Like the client's concept this is marketing that sits somewhere between art and advertising".

Aphorism expert James Geary describes an aphorism as ‘the world in a phrase’. Anyone can write one, and famous aphorists include Plato, Oscar Wilde and Woody Allen who all feature in The School of Life Aphorism campaign.

The School of Life is also challenging the public to compose their own contemporary aphorisms. A competition is running on www.thedailyaphorism.com to coincide with The Daily Aphorism campaign. The aphorisms will be judged on four criteria: they must be brief, personal, philosophical and have a twist. The competition will be judged by aphorism expert James Geary, philosopher Alain de Botton and Director of The School of Life Sophie Howarth. The winning aphorism will be the main feature in The School of Life’s window and the winner will be offered a place on any of The School of Life’s courses.
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For more information about all The School of Life has to offer contact:
Nazneen Nawaz or Hannah Blake at Colman Getty T: 020 7631 2666 E: nazneen@colmangetty.co.uk
or visit www.theschooloflife.com

For further media information please contact:
Lorette Nettar, St. Luke’s PR, on 07968 521 684 : lnettar@stlukes.co.uk : www.stlukes.co.uk

Notes to editors
• The Daily Aphorism website will go live on Monday 10th November. A new aphorism will be posted every day. Online subscription lasts for 30 days.
• The aphorism competition will run on The School of Life’s blog: www.thedailyaphorism.com from the 1st – 31st December. The Winner will be announced on the 12th January 2009.
• Recently launched, The School of Life offers courses about the big issue of life Love,
Work, Family, Politics and Play. The courses have been devised by leading authors,
artists, actors and academics. They combine the experiences of a remarkable faculty with
insights from great thinkers of the past to offer intelligent and playful ways to interpret
the world.
• A full list of aphorisms is available from Colman Getty.
• Sophie Howarth, Director of The School of Life, is available for interview.
• Neil Henderson, Managing Director of St. Luke’s, is available for interview.
• James Geary and Alain de Botton may also be available for interview.
• To find out more about The School of Life, please visit www.theschooloflife.com
• To find out more about St. Luke’s, please visit www.stlukes.co.uk

Published on: 12:00AM on 5th November 2008